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For Interactive Marketing Professionals April 12, 2012 | Updated: July 3, 2012 Under The Hood Of Mobile Marketing: Location- Based Marketing Making Marketing Content Relevant To Where People Are by Anthony Mullen with David Truog and James McDavidWhy Read This ReportAs marketers step up their mobile marketing efforts, Forrester clients are asking more and more questionsabout it, and one of the most important facets of the opportunity is location-based marketing. This shortquestion-and-answer report highlights the opportunity — which includes but goes beyond mobile — andwhy it matters for interactive marketers, cites examples of how location-based marketing has been used todate, describes how the key components work and who the major players are, and recommends what youshould do about it.Questions1. What is location-based marketing (LBM)?2. Why should I care about LBM?3. How have marketers used LBM in campaigns to date?4. How do consumer technologies enable LBM?5. How can LBM campaigns know what’s in a consumer’s vicinity?6. Which vendors and services enable LBM?7. How should marketers get started testing LBM?8. How will LBM evolve over the next 24 to 36 months?Location-Based marketing: What Interactive Marketers Need To KnowForrester believes that the three key principles for mobile marketing success are simplicity, immediacy,and context.1 And the most important component of context for marketing today is location. Welcome tolocation-based marketing.1. What is location-based marketing (LBM)?Forrester defines location-based marketing as: Real-time marketing interactions that combine precise knowledge about where a customer is now with detailed information about what’s nearby. Headquarters Forrester Research, Inc., 60 Acorn Park Drive, Cambridge, MA, 02140 USA Tel: +1 617.613.6000 • Fax: +1 617.613.5000 • www.forrester.com